The chat is a clear attempt to tap into the growing demographic of people watching TV online or using second screens.

The consumer market research firm NPD reports that nearly 88% of homes in the United States have at least one device that can be used as a second screen (a laptop, smartphone or tablet), while 87% of consumers say they use at least one of those devices while watching TV.

ConnecTV lets viewers chat with friends during shows and learn trivia about what they're watching, in addition to providing polls and the option to share content on various social platforms. So while viewers are watching House of Cards and Breaking Bad stars Kate Mara and Aaron Paul reveal this year's nominees at the Leonard H. Goldenson Theatre in North Hollywood, Calif, fans can voice their excitement — or disappointment — online.

The awards wil air Sept. 22 on CBS at 8 p.m. EST and will be hosted by Neil Patrick Harris.

Do you plan to participate in #emmyschat on Thursday? Let us know in the comments below.

Mashable
is a global, multi-platform media and entertainment company. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.